"We do not sell products, we sell emotions"

1. First of all, we’d like to know about your professional career. When did your interest on business travels started?

I’ve always loved travelling, since I was a little girl, I always visited some foreign country at least twice a year. After that, more than 20 years ago, I started on MICE business nearly by accident. I met the right people in the right moment. Since then, I’ve always worked in the MICE sector. Previously I worked on a family business related to food, specifically in the smoked salmon industry. It had nothing to do with my current position, as you can tell. Nevertheless, I’m quite an expert in slicing smoked salmon.

2. After several years of experience working in multiple sectors of the business travel industry, what are the key factors you organize for different kind of events?

The basics are to identify the reasons behind a particular project, why is this travel event happening. To be able to do our job properly we need to have a clear idea of the goals and messages our client wants to deliver to the attendees.

Once the goals have been settled, it’s time to start to build the whole project; keeping in mind all the pieces like the profiles of the attendees, the right location for the event, the best date for the client and attendees…

3. In CWT is important to win the traveler when organizing a trip. How do you manage to do it?

The world changes very fast, the same as the priorities and need of MICE attendees. In order to transform any event in a positive and special experience, customization is crucial. New generations’ expectations are very different to ones of former generations, so it’s necessary to find this balance to allow all attendees to understand and connect with the message we want to deliver and create a memorable experience for all.

[bctt tweet=”New generations’ expectations are very different to ones of former generations, so it’s necessary to find this balance to allow all attendees to understand and connect with the message we want to deliver and create a memorable experience for all.” username=”@NHMeetings”]

4. What’s the role of technology in the travel organization processes? How can we use technology to provide an extra value to the whole process? Let’s have a look at the future, what trends will come true in the business in the next few years?

Technology is key for safely retrieving and analyzing travelers and attendee’s data. That way, we can customize our offer to their need and preferences. Possibilities to innovate through technology is frantically in progress, so sometimes it’s hard to keep track. I believe biometric technology is already a reality and it’s going to be everywhere in a near future. Just imagine being able to open your hotel room door only with your face, being able to detect and evaluate the reactions of an audience during a session or even being able to know what stands every attendee has visited during an exhibition.

About trends, as I already mentioned, new generations have other priorities and expectations. Let’s pick a simple example like food. Nowadays there are more people who do not eat meat or have allergies and intolerances. We should be able to create and demand our F&B suppliers’ provide new menus so all can feel equally valued.

Although this is been going on for a couple of years, now it’s indispensable to create more sustainable events. We should take into account the plastic abuse and the waste any event generates… Why not switching water bottles for water fountains or recycling the carpentry setting?

5. What would you like to improve in the MICE industry?

This industry is quite special, we do not sell a product, we sell emotions, branding, customizing… It’s often complicated to find balance between the client’s requirements and demands and their budgets. That’s why it is rather difficult to quantify the value behind the effort of an event or calculate the value of the ROI. I think clients are gradually realizing this aspect of the industry, and the industry itself tries to provide clearer data and goals.

6. Have you experienced any situation where everything goes wrong? How did you solved it?

It’s fundamental to have a Plan B when you are organizing an event. And even a Plan C. Anticipation is the key to avoid the impact of an incident ruining an event. There are always unexpected situations, last moment changes, tense moments, but the agency must have anticipated them, giving them a solutions and making sure the incident has a minimum impact in the event.

7. What piece of advice would you give to a professional who is starting his career in the MICE industry?

My advice would be to take advantage of the chances to learn and to deepen in every phase of event planning. Be observant, pay attention to the details and before you communicate a problem, bring a solution with you. It’s a passionate world, with a lot of sacrifices, but it really gets you.

8. What are the main characteristics a professional should have in the MICE industry?

I think there would be two of them: passion and enthusiasm. As I said before, it’s a passionate and hard industry. Being a very organized person also helps, as well as being creative.

9. One last question: What other professional territories would you like to explore to complete the knowledge and experience you’ve already acquired?

I do not plan on stepping into any other professional areas at the moment, as I’m quite happy in this business. Nevertheless, I’d like to advance in my knowledge of languages such as Italian. And also achieving a proficiency level at French.